Philip Baer

Philip Baer is the Director of Business Analytics at Vibenomics. Philip has been with the company since March 2020 and in their current role for just over two years. Prior to Vibenomics, Philip worked as a data analyst for a small startup.

At Vibenomics, Philip has been instrumental in setting up the company's data infrastructure from scratch. Philip selected and implemented the ETL data pipeline model, choosing Fivetran and Hevo to extract and load data into a cloud data warehouse (Redshift), dbt to transform the data, and Tableau to create reports and dashboards. This work has enabled Vibenomics' internal teams to grow revenue.

In addition to their technical work, Philip has also built and grown the business analytics team. Philip has trained team members on different tools of the data stack and provided ownership to various key projects. Additionally, they have utilized third-party location data (Safegraph) to understand foot traffic and calculate hourly impressions for Vibenomics' host network locations and prospective host networks. This work has resulted in a 26% increase in peak daypart impression inventory over the previous simple average methodology. Furthermore, they have determined demographic mix for each location to help build sales and marketing collateral.

Philip has also built impression inventory reporting to understand fill rate over time, by host network, DMA's, and other dimensions, to assist Advertising Operations with building proposals and optimizing yield. Additionally, they have built earned revenue reporting, both projected and actuals, to give better visibility to dollars earned from campaigns over time. This work is used daily across all levels of the organization and is also included in board meeting updates. Finally, they have built post advertising campaign reporting to provide advertisers with impressions delivered and lift studies to show proof of performance.

Philip's work at Vibenomics has had a significant impact on the company's success. Their technical expertise and ability to build and grow a strong team have made him an invaluable asset to the organization.

Philip Baer received a Master of Business Administration (MBA) with a focus in marketing and entrepreneurship from The Ohio State University Fisher College of Business. Philip also holds a B.S. in business with a concentration in computer information systems from Indiana University Bloomington. Philip is also Tableau Software certified in Tableau Desktop.

Philip Baer reports to Brent Oakley, CEO. They work with Christopher Keaney - CTO, John McAdams - VP, Sales, and Josh Pyne - VP, Advertising Sales.